Rocket Internet's EasyTaxi set to expand to the Middle East, Africa and Asia with new investment

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Rocket Internet can’t sit still, continuing to diversify their
investments in different sectors across the Arab world. Their
latest move? Investing US $10 million in Brazil-based taxi booking
startup EasyTaxi.

Just today, Rocket Internet announced that EasyTaxi is expanding into
Africa, Asia and the Middle East, starting with a launch in
Nigeria.

Easy Taxi itself is an app that, well, simply makes it easier
for its users to order a taxi. Users enter their pickup point on
the iOS or
Android app and wait for a confirmation of their booking,
which includes a photo of the car and its model and license plate
number. Users can follow the vehicle’s location in real-time as it
approaches via GPS. Easy Taxi guarantees a safe and smooth ride,
with strict driver compliance standards.

Putting their hat in the Arab ring

The company, which previously received US $15 million from
Rocket’s Latin America Internet Holding for its global expansion
last month, just received an extra US $10 million from Rocket’s
African Internet Holding to continue expanding. It's a big
investment, but EasyTaxi will likely need it; the Middle East and
Africa is filled with disgruntled taxi riders and often much more
informal taxi reservations.

Already the Arab world, especially in Egypt, has several taxi-focused
startups that let users book, rate, and calculate fares for a taxi.
Cairo-based
2ogra has been around for almost a year now, offering a mobile
app that enables users to calculate accurate fares based on
government standards, review drivers and book a ride. ElOgra too,
among others, is simply allowing users to rate and share their
experiences with the community.

While these startups are still relatively small, Uber-clone
Careem, the 5 month-old Dubai-based private-hire service has
started its regional expansion, recently launching in Doha and
Riyadh. This service has the same features as EasyTaxi but
targets more expensive private limousine booking. Uber itself is
also rumored to soon be launching in Dubai, coming in with a trove
of both experience and funding poised to crack the Arab market.
But, compared to EasyTaxi, they and Careem are focused on a more
high-end service.

"We will expand everywhere in Africa," says Sacha
Poignonnec, co-CEO of the African Internet Holding, though he
wouldn't get into specifics.

So what will the taxi-users of the Arab world prefer? A less
expensive taxi-service like EasyTaxi, or a more pricey
private-hire? It all depends on where the company decides to expand
first; it remains to be seen whether Easy Taxi will first tackle
the bustling and packed streets of Cairo, Beirut and Riyadh, or the
wide open expat-heavy streets of Dubai and Abu Dhabi.

Aline is startup storyteller and journalist. Previously she was Wamda's French editor and an entrepreneur, opening The Blue House residence for international startups in a Moroccan surf town. You can follow her on Twitter @YallahAline.